--- title: Is Your Brand Clean and Modern, or Just Plain Generic? description: Is Your Brand Clean and Modern, or Just Plain Generic? image: https://www.pkgbranding.com/hs-fs/file-4087918506-jpg/blog-files/sansserif_web1.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## Is Your Brand Clean and Modern, or Just Plain Generic? Written by Kevin Keating at PKG ![San Serif Logos - PKG](https://www.pkgbranding.com/hs-fs/file-4087918506-jpg/blog-files/sansserif_web1.jpg?width=600&height=400&name=sansserif_web1.jpg) Is it just us, or has every major logo update this year been eerily similar? A brand looking for a slick, simple update for the 21st century decides to drop the "extra nonsense" and go with an all caps or all lowercase sans-serf font. Usually it's [Helvetica](http://www.helveticafilm.com/), Futura, [Gotham](http://www.typography.com/fonts/font_overview.php?productLineID=100008) or something similar. (There's even a [Tumblr blog](http://gothamlogos.tumblr.com/) dedicated to every new Gotham-based logo out there) Don't get me wrong, simplicity can do a brand wonders. By simplifying the logo, the focus is placed back on the quality of the product or service itself. [Apple](http://www.apple.com/) and [American Apparel](http://www.americanapparel.net/) come to mind. But when brands with an over-the-top graphic history like [DC Comics](http://www.dccomics.com/), or a rich sensory experience like [Tazo Tea](http://www.tazo.com/) go slick and clean, does something get lost in translation? In any case, the best branding should tell a story that's unique to the brand and stand out rather than fit in. - [Facebook Share ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fclean-and-modern-or-just-plain-generic%2F) - [Twitter Share ](https://twitter.com/home?status=Is+Your+Brand+Clean+and+Modern%2C+or+Just+Plain+Generic%3F%20https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fclean-and-modern-or-just-plain-generic%2F) - [LinkedIn Share ](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fclean-and-modern-or-just-plain-generic%2F&title=Is%20Your%20Brand%20Clean%20and%20Modern%2C%20or%20Just%20Plain%20Generic%3F&summary=Is+Your+Brand+Clean+and+Modern%2C+or+Just+Plain+Generic%3F&source=) - [Email Share ](mailto:?subject=Is%20Your%20Brand%20Clean%20and%20Modern%2C%20or%20Just%20Plain%20Generic%3F&body=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fclean-and-modern-or-just-plain-generic%2F) ### Topics - [Blog](https://www.pkgbranding.com/blog/topic/blog) ### Related Posts [![How Multisensory Packaging Impacts Brand Loyalty](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699e3f7cefc60cc2af09b0fd-1771990125261.jpg) How Multisensory Packaging Impacts Brand Loyalty Kevin Keating at PKG ](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) [![7 Emotional Triggers That Drive Packaging Success](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d6a34efc60cc2af09912c-1771927424595.jpg) 7 Emotional Triggers That Drive Packaging Success Kevin Keating at PKG ](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) [![How Social Media Listening Improves Packaging Design](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d5fe4efc60cc2af098e8a-1771924055807.jpg) How Social Media Listening Improves Packaging Design Kevin Keating at PKG ](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) ### Subscribe Now! ### Subscribe Now!     **Awarded Top 50** **Package Design ****Blog**   [![Packaging-Design-transparent_216px](https://blog-cdn.feedspot.com/wp-content/uploads/2017/05/Packaging-Design-transparent_216px.png)](http://blog.feedspot.com/packaging_design_blogs/) - [How Multisensory Packaging Impacts Brand Loyalty](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) - [7 Emotional Triggers That Drive Packaging Success](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) - [How Social Media Listening Improves Packaging Design](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) - [11 Examples of Functional Packaging Features](https://www.pkgbranding.com/blog/functional-packaging-features-examples) - [Competitor Analysis for Shelf Differentiation](https://www.pkgbranding.com/blog/competitor-analysis-for-shelf-differentiation) - [Typography Checklist for Packaging](https://www.pkgbranding.com/blog/typography-checklist-packaging) - [Top Biodegradable Packaging Myths Consumers Believe](https://www.pkgbranding.com/blog/biodegradable-packaging-myths-consumers-believe) - [Macro Photography for Food Packaging Design](https://www.pkgbranding.com/blog/macro-photography-food-packaging-design) - [Glass Packaging Benefits for CPG Brands](https://www.pkgbranding.com/blog/glass-packaging-benefits-cpg-brands) - [Pet Food Packaging: FDA Rules to Know](https://www.pkgbranding.com/blog/pet-food-packaging-fda-rules) ![Best package design agencies](https://www.pkgbranding.com/hubfs/badge-package-design-agencies.svg)   Recognized as a Top Package Design Agency on [DesignRush](https://www.designrush.com/agency/package-design) PKG BRAND DESIGN 2045 W Grand Ave, STE B-27332 Chicago, IL 60612-1576 [312.870.9101](tel:+1.312.870.9101) ![PKG Best Packaging Design Agency in Chicago](https://www.pkgbranding.com/hs-fs/hubfs/Screenshot%202025-09-22%20at%2010.33.31%20PM.png?width=722&height=284&name=Screenshot%202025-09-22%20at%2010.33.31%20PM.png) [Request a Free Consultation](https://www.pkgbranding.com/request-a-consultation) [![A Hangar 12 Agency](https://www.pkgbranding.com/hubfs/assets/dev/img/a-hangar12-agency-logo-transparent.png)](https://www.hangar-12.com/) © 2026 PKG Brand Design. All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kevin Keating at PKG" }, "dateModified" : "April 22, 2016, 1:21:55 AM", "datePublished" : "2012-12-10 18:25:53", "description" : "Is Your Brand Clean and Modern, or Just Plain Generic?", "headline" : "Is Your Brand Clean and Modern, or Just Plain Generic?", "image" : { "@type" : "ImageObject", "url" : "http://cdn2.hubspot.net/hub/537000/file-4087918506-jpg/blog-files/sansserif_web1.jpg" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/537000/PKG-1.png" }, "name" : "PKG Brand Design" } } ```